Business Development: Restaurant Concept and Feasibility Report

This report presents a comprehensive analysis of the factors involved in opening a new Italian restaurant in New Zealand. It begins with an introduction outlining the concept and rationale, focusing on the demand for Italian cuisine. The report then details the restaurant's concept, including the desired ambiance, services, and menu, with specific examples of dishes and price ranges. The report explores the restaurant's scale, production style (Sous Vide method), interior design, and environmentally sustainable practices. It identifies potential locations in Wellington and conducts a local market analysis, considering competitors and customer demographics. The report also includes 12-month sales projections and references. The assignment is a feasibility study for a new restaurant venture, covering various aspects of business development, from concept to market analysis, and operational strategies.

Running head: FOOD AND BEVERAGE MANAGEMENT
FOOD AND BEVERAGE MANAGEMENT

FOOD AND BEVERAGE MANAGEMENT
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Table of contents
Introduction......................................................................................................................................3
Concept introduction of restaurant..................................................................................................3
Scale.................................................................................................................................................3
Menu................................................................................................................................................4
Price Range......................................................................................................................................5
Services............................................................................................................................................5
Production style...............................................................................................................................6
Interior design..................................................................................................................................7
Environmentally sustainable practices............................................................................................8
Locations..........................................................................................................................................9
Local market analysis......................................................................................................................9
12 month sales projections.............................................................................................................10
References......................................................................................................................................14

FOOD AND BEVERAGE MANAGEMENT
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Introduction
In this study a detailed research is to be conducted on the concepts and factors that are usually
associated with the opening of a new restaurant in the New Zealand market for the year. In this
modern market demands and preferences it is observed that the restaurant in the New Zealand
market with the inclusion of cuisine and services that are not present in the market. The concept
of the report mainly provides Italian style restaurant. This is mainly because the New Zealand
market is a market where the Italian style restaurant is lacking over the years (Inch, 2018). In this
context it can be added that the Italian Cuisine is the restaurant that is going to be opened in the
market for the year. The restaurant is going to provide most of the Italian foods and services that
is often performed by the New Zealand.
Concept introduction of restaurant
The concept is to be designed with the introduction of the Italian services and styles along with
the foods and beverages. Most of the services and foods are to be included with basic
verifications along with the traditional dishes of Italy. In this context it can be said that the
restaurant should feature three basic Italian interiors with cultured staffs and services. The
environment of the restaurant should provide the classic and traditional feel to the customers who
are dining in the restaurant for the time being. The dishes and cuisine styles should be Italian
and the services of the staffs should be considered as classic Italian.
Scale
The scale of the newly opened restaurant shouldn't be pushed to the higher ends as the customers
are likely to expect the average scales. The services need not to be luxurious nor the restaurant
need to be high end products and beverages. It will cost higher amount that newly opened market

FOOD AND BEVERAGE MANAGEMENT
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must avoid in the new market. Thus the scale of the restaurant must be kept on moderate ranges
in order to attract more customers and generate revenues in order to make provisions for future
expansions and then go to higher scale if possible (Gilding, Gregory & Cosson, 2015).
Menu
Soups and Salads
Green salads (GF)* $12
Combination of fresh fruits and vegetable toped with boiled spinach
Bubble and squeak (GF) $18
Sautéed mixed vegatables with creamy mashed potatoes served with roasted tomato, kransky
sausages and bacon finished with two fried eggs
Tabasco Chicken Salad $18
On roasted chicken in vegetable cake with bacon and pan seared black puddings finished with
char grilled vegetable relish and a rich protein
Dinner menu
Starters
Chicken Cacciatore $15
Boneless chicken made with the use of rosemary and olive oil srved will bed of pasta
Chicken Alfredo $15
Boneless chicken made with the use of cheese butter cream sauce served will bed of pasta
Mains
Spaghetti & meatballs $27

FOOD AND BEVERAGE MANAGEMENT
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Made with traditional tomato sauce, basil, olive oil, pecorino cheese
Squid ink Mafaldine $29
Made with white shrimp, calamari, acqua pazza, mint, fennel pollen, calabrian chill
Chicken pesto $29
Made with gigli pasta, toasted pine nut, garlic, basil, crispy cape
Dessert
Dark chocolate mousse
Served with vanilla cream topped with rich chocolate ganache (GF*) $12
Chocolate pasta
Served with chocolate sauce and pasta nilla bean ice cream $12
Price Range
The prices of the restaurants are mainly estimated by including all the expenses and that the
restaurant has been incurring during the time being.
Services
Service is one of the most important aspect a restaurant firm should look into as it helps the firm
in creating value for customer by rendering high quality of service to the customer companies
within this industry are able to create an effective customer base. Service is an important element
of our restaurant as this will relate to our themed restaurant helping to give new and better
experiences to the customer through efficient and quality service to the customers (Reddy et al.
2015). The restaurant will provide dining food experience to the customer which will be Italian
Themed in Nature. Italian Cuisine will be the core food which will be offered to the customer

FOOD AND BEVERAGE MANAGEMENT
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visiting the restaurant. High quality table service will be rendered to the firm to ensure that the
customer experience a good amount of service from the company. Waiters and and staffs will be
recruited for offering table service to the customer(Wirtz, Pistoia, Ullrich, & Göttel, 2016).
Assistance and communication will be made easier through creating effective understanding
between the waiter and the customer .This will be done through efficient and communicative
activities of the staff to make sure that customer is able to get service in an more comfortable
manner. The waiters will be styled in an Italian manner which will increase the authenticity of
our Italian Themed restaurant. In this way the restaurant will be able to provide a new way of
quality service to the customer attracting new customer as a result of which the customer base of
the firm will increase (Ellett, Middleton, Stauffer & Rupp, 2017).
Production style
In the production of food and beverage it is important to consider that the food and beverage are
produced in a fast and healthy manner which gives a good taste and health to the customer. The
method which is fast to apply is also a element which will be considered to determine the
production style that will be used in the restaurant. Currently the company is looking to follow
Sous Vide method. Sous Vide method is method in which the firm will cook with process of
combinations in which there is vacuum sealing of plastic pouches which contains ingredients this
is done with the help of steam which then is used in rapid cooking and chilling. In this manner
the taste of the food is procured and the food is also made healthy without affecting the quality of
dishes prepared within the restaurant. There are various advantages which the restaurant will get
through the usage of current system one of them is that the labour cost will decrease in an
prominent which will decrease the cost of production helping in increasing the profitability of the
firm's operations, the food produced in this manner can also be preserved for a longer time which

FOOD AND BEVERAGE MANAGEMENT
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is a advantage which the company can use while preparing food through this process and the last
advantage which the company will get is pre preparation of food for A La carte menu which will
increase the effect of the firm in terms of food production (Grimmer, Miles & Grimmer, 2016).
Interior design
The design for the interior is a crucial thing which the company is looking as it wants to give
customer an Italian Experience which will have an good touch to the overall appearance of the
restaurant. Interior design will comprise of furniture with a god counter and which ar operable
space of 60% of the floor space. Leaving that aside the lighting will be considered as crucial
thing within the interior design as it will define the ambiance which the restaurant will set for its
customers. Use of LED bulbs will be done as they are energy efficient and cost friendly this will
decrease the electricity cost and will optimize the overall operational cost of the firm. Furniture
will add up to the interior of the restaurant. Low maintenance furniture will purchased to ensure
that they are easily movable and demand low maintenance to decrease maintenance cost
although the furniture will be taken considering the Italian theme of the restaurant. Effective wall
design will be done to match the Italian theme of the restaurant, use of plants will also be done to
ensure a good ambience is created within the restaurant. Plants and flower will be used to create
better environment within the restaurant to give a positive ambience to the customer. The interior
design of restaurant will be done in such a manner that most it's floor space is operable
increasing operational efficiency of the workforce within the firm (Saheb Jamnia, Torabi &
Mansouri, 2015).

FOOD AND BEVERAGE MANAGEMENT
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Environmentally Sustainable Practices
The company will tend to manage their environmental practices so that the company is able to
sustain the environment cleanliness in which it is operating in the practices which will will
conducted by the firemen are as follows:
1. Management of waste: This is the first thing which the company will look after as this
will help the firm in contributing to environmental sustainability in an eminent manner.
Wastes which will be produced in the food and beverage production will be disposed in
an evident form. Optimization of waste will also be practiced to ensure that the waste w\
is produced in minimum way possible. Proper identification of waste and differentiation
of the following will be performed to ensure that the company is able to manage waste in
a more prominent manner (Argenti, 2018).
2. Management and optimization of energy usage: Energy usage will also be optimized to a
certain level to ensure that energy is not wasted and the company is able to efficiently use
energy to conduct its operations. Purchase of energy efficient products and machineries
will be done to optimize energy usage and also to decrease energy cost of the firm. In this
way Energy will be sustained within the firm (Brinckmann & Kim, 2015).
3. Management water usage: It is to be considered that decrease in water levels is growing
environmental problem hence the company will ensure that water is not wasted by the
company within their operational procedure (Barraket, Furneaux, Barth & Mason, 2016).
Locations
There are two Location within Wellington which can be used for opening up the restaurant and
they are as follows:
201 Oriental bay Wellington

FOOD AND BEVERAGE MANAGEMENT
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This is a place where a property can be leased out for the business of the restaurant. The area has
some restaurant but has no Italian Themed restaurant and has medium foot falls and population
which will be suitable for the start up of a new Restaurant. The parking space is also goo within
the areas and has a good view of sea
48 Collin Street Central Wellington
This place is crowded and is located in the marketplace of Wellington and property can be
leased in this location as well. This place has good amount restaurants and customers which
come to this place for the purpose of visiting new restaurants. This place has good parking place
and proper environment for setting up a new restaurant.
Local market analysis
The local market in which the company is working is highly competitive as there are various
competition and restaurant within Wellington market although there are higher amount of
population which visit restaurant in an regular manner this decrease the risk of isolation which
the company would face in any other market (Scholes, 2015).. Wellington is the 2nd most
populous city within New Zealand hence the market has good amount of customers which will
visit the restaurant. It is important to consider that Restaurant like La Tanzania and Food
Heaven are direct competition to the firm as they are Italian Themed cuisine on other hand there
are some other themed restaurant within the market which are direct competition to the firm and
there is indirect competition as well for the fast food companies Like MCDonalds and Subway
which give indirect competition to the firm. They all are well established companies in the
market and our company will have to draw attention from these companies to ensure that the
company is able to create their own separate customer base (Brinckmann, J., Dew, Read, Mayer-
Haug, & Grichnik, 2019).

FOOD AND BEVERAGE MANAGEMENT
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The image above shows that the number of café and restrain which has been started in the market
is high hence starting up an restraint for the entrepreneur will be very easy.
12 month sales projections
Sale projections
Jan
uar
y
Feb
rua
ry
Mar
ch
Apr
il
May June July Aug
ust
Sept
emb
er
Octo
ber
Nov
emb
er
Dece
mbe
r
No of
days
25 24 25 23 21 28 26 25 23 24 29 30
Unit
sales
201 220 242 266 293 322 354 390 429 472 519 571

FOOD AND BEVERAGE MANAGEMENT
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Lunch
es
50 55 61 67 73 81 89 97 107 118 130 143
Lunch
Bever
age
52 57 63 69 76 84 92 101 111 123 135 148
Dinne
rs
64 70 77 85 94 103 113 125 137 151 166 183
Dinne
r
Bever
age
34 37 41 45 50 55 60 66 73 80 88 97
Avera
ge sp.
$
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
$
36.2
5
Lunch
es
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
Lunch
Bever
age
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
$
37.0
0
Dinne
rs
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0
$
36.0

FOOD AND BEVERAGE MANAGEMENT
12
0 0 0 0 0 0 0 0 0 0 0 0
Dinne
r
Bever
age
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
$
36.0
0
Sales
$7,2
86.2
5
$7,9
75.0
0
$8,7
72.5
0
$9,6
49.7
5
$10,
614.
73
$11,
676.
20
$12,
843.
82
$14,
128.
20
$15,
541.
02
$17,
095.
12
$18,
804.
63
$20,
685.
10
Lunch
es $1,8
00.0
0
$1,9
80.0
0
$2,1
78.0
0
$2,3
95.8
0
$
2,63
5.38
$
2,89
8.92
$
3,18
8.81
$
3,50
7.69
$
3,85
8.46
$
4,24
4.31
$
4,66
8.74
$
5,13
5.61
Lunch
Bever
age
$1,9
24.0
0
$2,1
16.4
0
$2,3
28.0
4
$2,5
60.8
4
$
2,81
6.93
$
3,09
8.62
$
3,40
8.48
$
3,74
9.33
$
4,12
4.26
$
4,53
6.69
$
4,99
0.36
$
5,48
9.40
Dinne
rs $2,3
04.0
0
$2,5
34.4
0
$2,7
87.8
4
$3,0
66.6
2
$
3,37
3.29
$
3,71
0.62
$
4,08
1.68
$
4,48
9.84
$
4,93
8.83
$
5,43
2.71
$
5,97
5.98
$
6,57
3.58
Dinne
$1,2 $1,3 $1,4 $1,6
$ $ $ $ $ $ $ $

FOOD AND BEVERAGE MANAGEMENT
13
r
Bever
age
24.0
0
46.4
0
81.0
4
29.1
4
1,79
2.06
1,97
1.26
2,16
8.39
2,38
5.23
2,62
3.75
2,88
6.13
3,17
4.74
3,49
2.21
Total
sales
$7,
252.
00
$7,
977.
20
$8,
774.
92
$9,
652.
41
$10,
617.
65
$11,
679.
42
$12,
847.
36
$14,
132.
10
$15,
545.
31
$17,
099.
84
$18,
809.
82
$20,
690.
80
The sales projecyt above shows the monthly basis of sales which are going to happone in future
time this will help in determining on whether the venture will financially viable or not. Prices
and units of selling has been forecasted which is on an increasing trend which makes it clear that
through operating this venture there will be increase financial portability of the firm in an evident
manner. It very well may be said that financial limit appeared above gives a positive sign that
there will be a slow increment of the business in fate of its activities. It is likewise to be
referenced that through the expansion in the interest of the organization's item the operational
size of the firm will likewise expand which will be a positive sign for the organization's
operational exercises. Increment on deals income from sustenance, refreshment and home
conveyance conspire is obvious on the grounds that the customer It is also to be mentioned that
through the increase in the demand of the company’s product the operational size of the firm will
also increase which will be a positive sign for the company’s operational activities. Increase on
sales revenue from food, beverage and home delivery scheme is evident because the consumer
spending will increase it can be further stated that having three sources of revenue will helps the
firm is deriving higher sales which will be required for increasing the profit margins of the firm.

FOOD AND BEVERAGE MANAGEMENT
14
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